Introducing the Demand Report
Often, insight reports are long-winded, difficult to digest and to act upon. No wonder, they end up in a filing cabinet. Our Demand Report is different.
A Demand Report is a collection of insights everyone on your entire team will devour and discuss.
A Demand Report helps you understand…
Patterns of demand that help you predict when customers are ready to buy and what messaging will land with them
How customers choose between your product, your competitors’ products, and doing nothing
How customers buy, what they are hoping to accomplish in their lives, how they want to change, how they build trust, and how they shop.
The Demand Report is for…
Marketers: Understand the situations that customers are in, help them understand their challenges, and connect with them early on in their shopping process. Understand what trigger events will lead to them being ready to buy.
Sales: Learn what language attracts customers, what aspirations and constraints they are likely dealing with. Understand what is really causing you to win and lose accounts. What are the situations that change over time and lead to upsell opportunities (or cause churn if you don’t reach them in time.
Executives: Help your employees develop the same instincts about your customers. Help your teams talk about the right things when they’re discussing product roadmaps, and get them to collaborate on building things that customers will love.
Growth teams: Right message, right person, right time. At scale.
What’s in the Demand Report?
The demand report is a web-based insight presentation that includes video highlights, a summary of findings, customer profiles, and key insights about your customers and competitors.
An Executive Summary for Everyone
We condense all our research, analysis, and insight creation into a simple website that your team can consume in a few minutes on their own schedule.
Your report’s homepage will contain an executive summary of findings with key customer profiles, video highlights, and high level insights.
Key customer profiles are a small subset of interviews where customers most clearly articulated their Job to be Done, told the most memorable stories, or revealed something new and powerful about your market.
Video highlights include special moments like customers sharing their screen to show how they use a competitor’s product or when they tell the story of how your product saved the day and made them look like a hero. These video highlights will help your team develop a deeper connection with your customers and think of new products, features, and messaging to help customers get the Jobs Done.
Customer Profiles
We will generate a customer profile for every interview we conduct. This profile includes a summary of the customer’s story, interview video and transcript, interview highlight videos, and other key demand such as:
What they were trying to accomplish when they bought your product
Where and when they bought your product
How they found your product
What aspects of your product created excitement or anxiety
What they thought of other products they experienced while searching for a solution
What other products they are using to get their Jobs Done
Customer profiles are meant to be read in three minutes or less with three to ten minutes of video highlights.
Evidence-Based Insights
Each insight we provide will be supported with video highlights, direct quotes, and anecdotes. We are often able to capture video of people using your (or your competitor’s) software, browsing and commenting on your (or your competitor’s) website, and sharing stories of how your product helped them, or failed to meet expectations.
Insights will be relevant to your product, your customers, and your strategic objectives for working with us.
For example, when doing competitive research, we will explain how customers in your target market use a competitor’s product, the different situations that lead them to choose a product other than yours, and how your competitor’s customers perceive your product.
If we’re doing a win-loss report for you, we will present insights and supporting video that reveal patterns of demand, what factors are changing in the market, and how people are deciding to hire you or fire you for their Job to be Done.
Demand Report Options
We provide two Demand Reports:
1. A Demand Report For Your Product
We will recruit and interview 15-20 new or churned customers from your database
Customer Profile and video highlights for each interviewee
Insights detailing your customers Jobs to be Done and why they hire you or a competitor for those jobs.
We do not create our own recommendations, but we will present findings to your team and work with them on an action plan.
Projects are usually completed within a few weeks
End of project presentation with examples of how others have acted on similar insights
90 days of ongoing support and collaboration as your team acts on the insights
2. A Demand Report for a Competitor’s Product
We will recruit and interview 10-15 competitor’s customers (customer must be a company with large enough customer base for us to recruit from)
We will be discreet. No one will know we’re doing the research for you
Customer profiles and video highlights for each interviewee
Insights detailing how these customers perceive your product, what Jobs they are trying to get Done, how they chose one product over another.
Projects are usually completed within 4-6 weeks
End of project presentation with examples of how others have acted on similar insights
90 days of ongoing support and collaboration
